T.G.I. Friday’s® Restaurants Names Peppercomm as Public Relations Agency of Record

Focus will be on World Bartender Championship, day-to-day media relations and digital initiatives

CARROLLTON, Texas and NEW YORK – November 9, 2010 – T.G.I. Friday’s® announced today it has appointed Peppercomm as its public relations agency of record. Owned by privately-held Carlson, T.G.I. Friday’s is the global leader in the casual dining industry and one of the most recognized brands in the world. Peppercom will handle ongoing public relations efforts, support digital and social media, and manage other integrated marketing activities for the brand, including its marquee initiative, the World Bartender Championship.
Peppercomm will also develop communications strategy aimed at activating and enhancing T.G.I. Friday’s partnerships, sponsor agreements and special programs at national, regional and local market levels. Additionally, Peppercomm will work with T.G.I. Friday’s to integrate its digital and social media strategy with traditional public relations efforts.

Peppercomm’s extensive experience in developing 360° marketing campaigns for a variety of brands was a key factor in solidifying this relationship. The agency is charged with consistent execution of daily needs from media relations to press materials, as well as building in-depth initiatives that extend reach for better consumer engagement.

“We knew we needed an agency that can execute on our important day-to-day public relations initiatives, as well as provide ongoing high level communications strategy, big ideas and programming from all sides,” said Trey Hall, senior vice president and chief marketing officer for T.G.I. Friday’s. “We look forward to working with Peppercomm as a true partner to elevate our efforts in these key communications areas.”

A key program Peppercomm will support is T.G.I. Friday’s World Bartender Championship (WBC) which represents the company’s longstanding heritage, knowledge, expertise and innovation in the beverage industry. In its 20th year, WBC engages more than 7,000 T.G.I. Friday’s flair bartenders worldwide through local, regional and division competitions, leading to the ultimate global championship. Already a success both locally and nationally, Peppercomm will deploy a marketing strategy that elevates this program and engages consumers at every touch point.

“To partner with a brand such as T.G.I. Friday’s that is looking to engage consumers in so many progressive ways is a great opportunity for Peppercomm,” said Edward Moed, managing partner and co-founder, Peppercomm. “We are so excited to implement an innovative and integrated multi-platform communications strategy that will elevate programs like the World Bartender Championship to consumers around the world.”

T.G.I. Friday’s commitment to build its brand, while having fun along the way, is a mindset to which Peppercomm responded strongly. The agency recently celebrated its 15-year anniversary and attributes much of its success to a work-hard, play-hard attitude. Peppercomm is privately-held and maintains an entrepreneurial culture and independent spirit.

Peppercomm began work with T.G.I. Friday’s on October 1.

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About Peppercomm

Peppercomm, Inc. is a strategic communications firm headquartered in New York, with offices in San Francisco and London, which focuses on understanding the business of a client’s business. In addition to being a full service public relations firm, Peppercomm’s non-traditional service offerings include: PepperDigital, helping clients integrate emerging media tools with traditional communications; PepperCommotions, the in-house strategic events and sponsorships division; and GreenPepper, helping clients develop and communicate sustainability strategies to key stakeholders. Peppercomm is a finalist for PR Week’s 2010 Mid-Sized Agency of the Year and is currently ranked number 25 on a national industry list by PRWeek. Information about the agency may be found at www.peppercom.com.

About T.G.I. Friday’s

Carlson Restaurants, the parent company of TGI Friday’s Inc., is a privately held company owned by Minneapolis-based Carlson, a world leader in the hospitality and travel industries. As of August 2010, Carlson owns, operates, franchises or licenses more than 1,000 restaurants in 61 countries. For more information, visit www.fridays.com.

T.G.I. Friday’s offers great food, innovative drinks and a unique experience filled with flair and a Thank God It’s Friday’s℠ attitude. Friday’s authentic, engaging atmosphere makes it the perfect place to escape, socialize and connect with people while getting a rejuvenating second wind. Members of Give Me More Stripes®, Friday’s guest recognition program, receive free stuff and special perks year-round. As the original casual dining restaurant, T.G.I. Friday’s has a rich food and beverage heritage which includes being credited with popularizing Happy Hour, Long Island Iced Tea and Loaded Potato Skins. T.G.I. Friday’s is also famous for its flair bartenders, approximately 7,000 of whom compete annually for the title of T.G.I. Friday’s World Bartender Champion.



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